JBE helped bring Case IH and New Holland’s 2026 Unwrapped event to life at the Basildon production facility, hosting customers, dealers, and internal team members over three weeks of product launches and festive immersive experiences.
The event showcased the latest innovations from Case IH and New Holland, including six new-generation machines per brand, marking their first UK appearances. With different audiences each day – dealer principals, dealer sales teams, and farm and contractor customers. The event combined tailored presentations with dramatic machinery reveals, followed by hands-on experience.
Led by JBE event manager Liz Haynes and director Jimmy Birchmore, our team transformed the showroom at the venue, building tiered seating for 156 guests, rigging full blackout drapes, lighting, and PA systems, and building a winterproof temporary structure on the tractor pad for evening entertainment. A festive German Christmas market theme brought the evenings to life, complete with log cabins, catering, Stein bars, and Oompah band.
“This was a huge project with an intensive two months of preparation, but working alongside the CNH team made it a real pleasure,” said JBE event manager Liz Haynes. “From setting up the showroom to delivering the evenings, everyone rolled up their sleeves to make the event seamless and memorable.
“The CNH Tractor Plant in Basildon is one of the best venues to have worked in; their welcoming and helpful attitude matched with attention to detail and safety of all,” said Liz.
Despite the scale of the project, production ran smoothly across the nine launch events, with dry runs ensuring every element was perfect before attendees arrived.
The collaboration between CNH and JBE allowed the client to debut its newest machinery in style while strengthening relationships with dealers and customers.
Neil Macer, CNH Marketing Manager UK and ROI, said, “Our 2026 Unwrapped events delivered an exceptional experience, thanks to the outstanding work of the team at JBE Events. Their meticulous attention to detail, commitment to exceeding expectations, and unwavering dedication were prevalent throughout the whole process. JBE Events consistently went above and beyond, creating an event that will be remembered for years to come.”
We were delighted to partner with Case IH and New Holland to deliver their 2026 Unwrapped events – a three-week showcase designed to launch new machinery and strengthen relationships with dealers and customers. More than a product launch, the event gave attendees a first look at innovations and provided a setting to make meaningful connections. “The collaboration was a huge pleasure – the CNH team has a people-first culture, like us, so I like to think we made a great team to bring their ideas to life,” added Liz.
